Conversion rate
Conversion rate is the share of enquiries in a given period that turn into treatment or a sale. It can also be measured for each stage of the pipeline, such as from quote to acceptance.
How is it calculated?
The simplest version divides the cases won by all the cases closed, won and lost, in the same period. If 40 cases closed last month and 10 of them went on to treatment, the conversion rate is 25 per cent. Stage by stage it tells you more: if 12 of the 30 patients who received a quote accepted it, conversion from quote to acceptance is 40 per cent.
Splitting the rate by source, service and language gives the most useful picture. Advertising may bring plenty of enquiries that rarely convert, while referrals bring fewer that convert well. Read alongside first response time, it also shows how enquiries answered quickly tend to turn out.
In Klinikbook
The dashboard's last-30-days summary shows cases won and lost, the conversion rate and the median first response time. The reports screen shows how far cases progressed, filtered by source, country, language, service and owner, and the cases behind it can be exported to CSV.
Related reading
- GlossaryPipelineA pipeline is the ordered set of stages a case moves through, from the first enquiry to treatment. It shows how many patients are at each stage and where things get stuck.
- GlossaryAttributionAttribution means working out which channel, such as an advert, a search engine, a referral or a partner, brought an enquiry and the treatment that followed, so you know where marketing effort pays off.
- GlossaryFirst response timeFirst response time is how long it takes the team to reach someone for the first time after their enquiry arrives. It is one of the clearest measures of how well enquiries are handled.
- ProductReports and commissionsKlinikbook's reports show the cases opened, won and lost in any period by source, country, service and owner, how quickly your team answers, and quotes and payments per currency. It also works out the commissions you pay your own staff and partners, using plans you set.
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